FRANKLIN, Tenn. – CKE Restaurants Inc. announced on Feb. 20, plans to split the company’s Carl’s Jr. and Hardee’s brands as part of its transition to a new creative agency, Havas Creative of Chicago. According to CKE, the separate marketing campaigns will focus first on Carl’s Jr., featuring a “Call of Carl’s” theme and what the company refers to as an “unapologetic crusade to create a ‘crave culture.’” The campaign will include radio, TV and social media campaigns, including commercials featuring the voice of Matthew McConaughey. Carl’s Western Bacon Cheeseburger will be the basis for the introducing the “crave culture” theme, according to CKE.

“Carl’s Jr. has been, and always will be a brand that’s impossible to ignore,” said Jeff Jenkins, chief marketing officer with CKE Restaurant, Inc. “We are excited to partner with Havas, whose reputation for breakthrough creative aligns perfectly with our vision for these two brands moving forward, to put our great tasting food at the forefront of the business.”